Evian Natural Spring Water debuted their new bottle in North America – the first in this millenium! – as they look to reinvigorate their image and win back market share in the premium water category.
Attempting to create new connections with their US consumers within premium water, the new 500ml Evian bottle design is sleeker and cleaner. The bottle is a simple cylinder shape with bevelled mountain ridges evoking the clarity of the water’s source in the French Alps and Evian-Les-Bian. The logo is simplified, elegant and affixed like a sticker, giving it a label-less look.
Evian entered the U.S. market in 1978 and for many years was synonymous with premium water. In recent years, however, it has lost market share with the rise of new players such as Smartwater and Fiji, which come in rectangular bottles.
Last year, Evian’s sales volume rose just 0.4 percent, compared with a 19 per cent increase for Smartwater and a 4 per cent increase for Fiji, according to Beverage Digest. And its market share was just 0.3 per cent of the bottled water category, down from 1.2 per cent a decade earlier.
Eric O’Toole, president of Danone Waters North America, noted that Evian’s contoured bottle was original when it first arrived in the U.S. but the trend now is shifting toward cleaner lines. “We realised that our bottle had become a little bit old and dated.”
All companies, no matter how big or small, are confronted with a fast moving marketplace. Business these days need to be nimble, adapt to the changing market and refresh their brand if their audience is dictating this. Will Evian’s bottle design change be enough to improve sales?
One great aspect of the new identity and packaging design is of course Ben Kwok's beautiful highly detailed and rendered animal illustrations.
https://liquidcreativity.com.au/wp-content/uploads/2016/02/blue_goose_07.jpg471871Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2014-07-11 11:46:262016-03-02 10:47:42Blue Goose new packaging is naturally good
This packaging design creates an illusion of boots immersed in water, a clever way of showing that your feet will be protected from water and other dangers.
https://liquidcreativity.com.au/wp-content/uploads/2016/02/fisherman_01.jpg471871Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2014-07-07 16:18:552016-03-02 10:47:19These boots are made for walking (on water)
Svedka's design uses minimalist aesthetics - echoing Swedish design values, while also appearing more modern and sophisticated.
https://liquidcreativity.com.au/wp-content/uploads/2016/02/svedka01.jpg471871Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2014-06-03 09:00:092016-03-02 10:44:49Svedka, cheers to their new design!